Allianz & FC Barcelona
Allianz had a new brand direction — ”Dare to. We’re with you.” It wanted to use this to encourage young folks into joining its youth football camps at FC Bayern and FC Barcelona by communicating the power of, well, encouragement.
Idea: #onmyteam
Based the insight that we gather the confidence to dare on the field from our team all around us, fans are able to generate a video in which two of their favorite club players thank a friend for their support with the hashtag #onmyteam. Creating a video enters you into a content to attend the youth football camp at FC Barcelona.
Fans can choose from Neymar Jr., Iniesta, Ter Stegen, Busquets, and Rafinha to provide some words of encouragement and write a personalized message into the video, which is rendered and created in seconds..
Everything was localized for English, Spanish, and Catalan.
Banner for personalized message
Banner with personalized message
Neymar's statement in Spanish, with English subtitles.
Rafinha's statement in Spanish
Users can use desktop or mobile.
They choose one player statement.
Then a second player statement.
They write their own message.
Preview and share it.
The recipient gets this link.
How it looks
Here’s a tongue-in-cheek video I created for my cheerful art director, who attended the film shoot.
Results
Over 100,000 personalized videos were created on a tiny media budget. The hero video has been viewed 2.6 million times.
Team
CDs: Britta Poetzsch, Marcus Hirschl
CW: Marshall Bellamy
ADs: Aristotlis Saflanis, Jan Schultz
DEVs: Stefan Selge, Ricardo Graf